Essays about: "brand communication"

Showing result 6 - 10 of 565 essays containing the words brand communication.

1. 6. Keeping Up With The Heritage : An exploration of consumers emotional connections to heritage luxury fashion brands on Instagram

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Nathana Kauffmann; Fiona Byrne; Edith Andersson; [2022]
   Keywords : Brand Love; Brand Heritage; Luxury Fashion; Emerging Consumers; Visual Methods;

   Abstract : Purpose The aim of this master’s thesis is to gain in-depth insight into the emotional connections of consumers to the brand heritage of luxury fashion brands. Another aim of the paper is to investigate how brand love is enriched by the communication of brand heritage dimensions on Instagram. READ MORE

3. 7. The Impact of Sustainability Terminologies of Swedish Manufacturing Companies on Consumer Perception : A Mono-Method Quantitative Study

   University essay from Umeå universitet/Företagsekonomi

   Author : Sarafat Hossain; Liana Hakobyan; [2022]
   Keywords : sustainability terminologies; branding; brand messaging; manufacturing; sustainable manufacturing; customer perception; Sweden;

   Abstract : Sustainability has fast evolved in business practices, and yet its meaning is often elusive and ambiguous. The component of sustainability is playing an important role in the company’s brand positioning. The popularity and the importance of sustainability in business operations and business representation are still rapidly growing. READ MORE

4. 8. Is Bling a Thing? Exploring the Performance Management Systems of a Luxury Fashion Brand

   University essay from Handelshögskolan i Stockholm/Institutionen för redovisning och finansiering

   Author : Axel Eklund Bona; Hedda Sievert; [2022]
   Keywords : Performance Management Systems; PMS in Luxury Brands; Forms of Capital;

   Abstract : This qualitative single case study draws upon eleven interviews and investigates how distinguishable characteristics associated with being a luxury fashion brand have affected the company's Performance Management Systems ("PMS") and the subsequent implications for the interplay between financial and non-financial focus. Empirically structured around Otley's (1999) framework for PMS research and analyzed with Bourdieu's (1986) forms of capital theory, the findings indicate that industry-inherited key characteristics of the company were derivable to a combination of underlying social and cultural capital in the organization. READ MORE

5. 9. Consumers behavior during the Covid-19 pandemic : A quantitative study on consumers' experience and purchase decision about fast fashion advertising on social media during the Covid-19 pandemic

   University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

   Author : Elin Jalmgård Väkeväinen; Josephine Martinelle; [2022]
   Keywords : Social media; online advertising; vivid advertising; interactive communication; OBA; online consumer behavior and consumer purchase decision.;

   Abstract : Bakgrund: Sociala medier har blivit en plattform för kommunikation mellan företag och konsumenter. Konsumenter kan samla information innan ett köp och därför är annonsering på sociala medier ett strategiskt verktyg för att rikta in sig på konsumenter och skapa behov. READ MORE

6. 10. Integrated NFC in product packaging : How the use of integrated Near Field Communication in product packaging can change the user experience for Generation Z and enable stronger relationships with brands

   University essay from

   Author : Noah Mooiman; Simon Andersson; [2022]
   Keywords : near field communication; product packaging; user experience; brand-customer relationships; engagement; Generation Z; smart interactive packaging;

   Abstract : Over the past decades, technological advancements have made everyday objects smart, and naturally, these developments have reached the packaging industry too. Packaging equipped with sensors and chips can provide new experiences to its customers and one of the technologies that has shown its potential to contribute to this is Near Field Communication (NFC). READ MORE